The Importance of Performance Reviews in Sales

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Frank Sespedis: Performance reviews are grossly underutilized for influencing behavior in many sales organizations. Sarah Green Carmichael: Strategy is about confronting external market facts and customers ultimately determine what are the relevant selling behaviors today, not yesterday. HBR on strategy will be back next Wednesday with another handpicked conversation about business strategy from the Harvard Business Review.

Getting your sales team on board with your strategy shouldn’t be an afterthought, Harvard Business School professor Frank Cespedes argues. After all, the engine of many businesses is a strong sales core. But aligning your strategy with sales isn’t just about communicating your ideas effectively. You have to hire carefully and use smart incentives to guide sales behavior.